2. AGENDA
• AT&T Creative
• Metrics
• Ad Performance Metrics – AT&T
• Ad Performance Metrics – General Findings
• Best Practices
• Appendix
2
3. CREATIVE
AT&T SFP Ads Ran in EW, People, and PESP
EW April 19th, May 3rd
People May 6th, 2013
3
PESP June 2013
4. CREATIVE
AT&T EFT Ads Ran in EW, People, and PESP
EW August 16th, 2013
People Sep 2nd, 2013
4
PESP October, 2013
5. CREATIVE
AT&T EFT & SFP that ran in Sports Illustrated
EFT SI March 25th
5
SFP SI October 14th
6. WORD OF CAUTION…
Additional variability in performance when comparing EFTs to SFPs is
driven by difference in
• Creative
• Hot Spot Area
• Location in the book
• Time of the year (spring, early summer versus late summer, fall)
• Issue topics
• Articles next to ads
6
7. METRICS INCLUDED IN AD REPORTS
ISSUE METRICS
AD METRICS
•
•
•
•
Ad Readers
Ad Impressions
Ad Impressions per Ad Reader
Time Spent with Ad
AT&T
ENGAGEMENT
METRICS
7
• Tablet Issue Readers
• Average Time per Issue
• Average Number of Sessions per Issue
•
•
•
•
Engager Rate
Engagement Rate
Ad Engagements per Engager
Time Spent with Ad Among Engagers
8. METRICS INCLUDED IN AD REPORTS
SPECIFIC
AD METRICS
Ad Readers
Ad Impressions
Ad Impressions per Ad Reader
Time Spent with Ad
AT&T
ENGAGEMENT
METRICS
8
•
•
•
•
•
•
•
•
Engager Rate
Engagement Rate
Ad Engagements per Engager
Time Spent with Ad Among Engagers
DRIVEN BY CREATIVE
ISSUE METRICS
• Tablet Issue Readers
• Average Time per Issue
• Average Number of Sessions per Issue
9. KEY AD PERFORMANCE METRICS
SUMMARY RESULTS FOR EW, PEOPLE, PESP
AT&T EFTs
AT&T SFPs
% Change
6.3 sec
4.8 sec
+31%
Engager Rate
6.6%
2.0%
+230%
Engager Rate
Engagement Rate
8.3%
1.4%
+493%
Engagement Rate
2.3
1.1
+109%
Engagements
per Engager
13.7 sec
6.4 sec
+114%
Time Spent with Ad
Among Engagers
Time Spent with Ad
Engagements
per Engager
Time Spent with Ad
Among Engagers
Note: Averages based on 7 AT&T ads that ran in EW, People,
and PESP issues on iPad and Kindle platform only
9
Time Spent with Ad
10. KEY AD PERFORMANCE METRICS
SUMMARY RESULTS FOR SI
AT&T EFT
NCAA
AT&T SFP
BeTheFan
5.41 sec
4.50 sec
Engagement
Rate
6.0%
2.3%
Engagement
Rate
CTR
3.3%
2.3%
CTR
Time Spent with
Ad
Time Spent with
Ad
Note: NCAA EFT ran in March 25th SI issue. BeTheFan SFP AT&T
ad ran in SI Oct 14th issue. Metrics are based on Kindle and
iPad platforms only.
10
11. KEY AD PERFORMANCE METRICS
RESULTS BY TITLE
SFPs
Engager
Rate (%)
2.7%
PESP
EW
Engagement
Rate (%)
2%
Engagem
ents per
Engager
PESP
People
EW
6%
8%
10%
10.5%
10.2%
4.2%
4.0%
6.0%
8.0%
10.0%
1.2
1.1
1.3
1.1
PESP
People
EW
0.5
12%
6.0%
2.0%
0
Time Spent
with Ad (sec)
4%
2.3%
1.7%
1.2%
1.5%
SI
0.0%
1
3.0
1.5
2
4.5
PESP
12.0%
2.7
SI
2.5
5.4
3
3.5
6.2
9.2
3.9
People
4.5
EW
0
Time
Spent
with Ad
Among
Engagers
(sec)
11.1%
1.8%
2.0%
0%
1
2
3
4
4.7
4.9
5
6
6.3
PESP
5.3
People
EW
0
11
6.8%
1.4%
People
5
6.3
7
8
9
10
15.3
7.0
19.5
10
15
20
25
EFTs
12. KEY AD PERFORMANCE METRICS
Engager
Rate (%)
RESULTS BY CREATIVE
HTC First Hispanic
HTC First
Galaxy S4 Hispanic
Nokia Lumia
1.7%
Engagement
Rate (%)
1.0%
BeTheFan
HTC First Hispanic
HTC First
NCAA Brackets
Galaxy S4 Hispanic
Nokia Lumia
Engagement
s per
Engager
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
2.3%
6.0%
10.5%
7.2%
2.0%
4.0%
HTC First Hispanic
HTC First
Galaxy S4 Hispanic
Nokia Lumia
6.0%
8.0%
10.0%
12.0%
1.2
1.1
2.7
2.1
0.0
Time Spent
with Ad (sec)
2.0%
1.7%
1.4%
0.0%
0.5
1.0
1.5
BeTheFan
HTC First Hispanic
HTC First
NCAA Brackets
Galaxy S4 Hispanic
Nokia Lumia
2.0
2.5
3.0
4.5
6.2
4.3
5.4
9.2
4.8
0.0
Time Spent
with Ad
Among
Engagers
(sec)
EFTs
6.8%
6.5%
0.0%
1.0
2.0
3.0
4.0
HTC First Hispanic
HTC First
Galaxy S4 Hispanic
Nokia Lumia
5.0
6.0
7.0
8.0
9.0
10.0
6.3
6.4
15.3
12.9
0.0
12
SFPs
2.7%
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
13. KEY TAKEAWAYS
• EFTs outperformed SFPs in all creative driven ad performance metrics
• EFTs outperformed SFPs across all titles (430% increase!)
• Largest lift was observed for Engagement Rate among EFTs compared
to SFPs
• Readers that engaged with EFT ads spent more than double the time
with ad compared to readers that engaged with SFP ad
13
14. AD PERFORMANCE BY FREQUENCY AND TYPE
Average Time Spent with Ads is higher for Monthly titles and for Multi-Cultural Titles.
14
15. AD PERFORMANCE BY POSITION IN TABLET ISSUES
A U-Shaped curve, primarily driven by the Cover 2, 3, and 4.
35
30
Time Spent with Ad (Seconds)
25
20
15
10
5
0
0%
10%
20%
30%
40%
50%
60%
Location in tablet issues
15
70%
80%
90%
100%
16. AD PERFORMANCE BY NUMBER OF PAGES IN ADS
There is a significant increase in average time spent with ads with each
additional page. However, while the accumulated time spent continues to
increase for 3 and 4 page ads, we begin to see diminishing returns.
Time spent with ad (seconds)
25.0
20.0
15.0
+251%
10.0
+96%
5.0
+134%
0.0
One Page
Two Pages
Source. Omniture, Kantar. Based on 2013 Time Inc tablet iPad and Kindle issues.
16
Three Pages
Four Pages
17. AD PERFORMANCE BY AD CATEGORY
Each dot represents an ad within its category. The overlaid Box-Plots help identify the
center and spread of time spent in each category. While there are high and low
performers, we have ads in each category that score higher than 20 seconds.
17
Source. Omniture, Kantar, Dec 2011 - June 2013
18. AD PERFORMANCE BY AD CATEGORY
EFTS VS OTHER
Time Spent with Ads by Product Category and Ad Type
Seconds
16
73%
14
EFT Ads
75%
SFP Ads
12
45%
10
8
31%
20%
6
4
2
0
Source. Omniture, Kantar, Dec 2011 - June 2013
18
32%
46%
24%
9%
16%
-8%
-11%
8%
-15%
19. AD PERFORMANCE BY AD TYPE
Enhanced for tablet ads outperform Non EFT ads, with a median value that is 76% higher,
but also with greater variance in results.
EFTs vs ALL non EFTs, 2013, Outliers Removed
19
20. EFTS VERSUS NON EFTS – GENERAL FINDINGS
Great EFTs dramatically outperform SFP ads for the same product.
Top 15 EFT Ads with Matching Non EFT Ads
30
+341%
EFT (n=37)
Non EFT (n=156)
25
+114%
+268%
+98%
20
+174%
+326%
+206% +34% +290% +95% +116%
+221%
15
+53% +127%
+148%
10
+31%
5
0
AT&T Average
for Top
EFT Ads
Product Product Product Product Product Product Product Product Product Product Product Product Product Product
1
2
3
4
5
7
8
9
10
11
12
13
14
15
Source. Omniture, Kantar, Dec 2011 - June 2013
20
29. BEST EFT ADS-SUMMARY
Our studies have shown that great EFT ads have:
1. Visual stopping power, dynamic images
2. Personally relevant content
3. Innovative use of tablet technologies, optimized for engagement
4. Clear points of entry
5. Calls to action that promise value, and deliver
29
32. DEFINITIONS
Tablet Issue Readers – Number of issue readers
Average Time per Issue – Number of minutes tablet issue readers spend with a specific issue across reading sessions
Average No. of Sessions per Issue – Average number of times each tablet issue reader returns to a specific issue
Ad Readers – Total number of issue readers that saw an ad at least once
Ad Impressions – Total number of times an ad was viewed
Ad Impressions per Ad Reader – Number of times a tablet issue reader views a specific ad page in a tablet issue
Average Time Spent with Ad – Average time spent with a specific EFT ad, across reading sessions
Ad Engager Rate – Percentage of Ad Readers that engaged with the ad by clicking, tapping, swiping, playing videos, etc.
Ad Engagement Rate – Similar to click rate, percentage of Ad Engagements (click, tap, video) per ad impression
Ad Engagements per Engager – Average number of ad engagements per ad engager
Time Spent with Ad Among Engagers – Average time spent with ad among readers that engaged with that ad
32
42. ESTIMATED TOTAL TABLET AUDIENCE
Estimated Total
Tablet Audience
Title
Issue
Entertainment Weekly
April 19-13
66,239
Entertainment Weekly
August 16-13
57,859
People
May 06 - 13
83,978
People
September 02 - 13
79,020
People En Espanol
13-Jun
3,672
People En Espanol
13-Oct
4,358
Sports Illustrated
March 25-13
31,718
Time Inc Digital Circulation 2012H1/2013H1 Growth Rate: 193%
Note. Estimated Total Tablet Audience measurements are derived using tablet readership data for iPad and Kindle Fire and iPad and
Kindle Fire Digital Circulation as a % of Total Digital Circulation for iPad, Kindle Fire, BN, Google Play, NIM, and DTP, and is
intended to be a rough guide only.
42
